Papers

I have published articles and white papers on social media and digital innovation for organizations. Feel free to grab and share any of these documents:

Socialize the Enterprise

"Companies, by contrast, have lagged behind their customers, but they are learning that embracing this platform is not optional. Whether you are a global FMCG, an automobile manufacturer, financial services company or a B2B technology leader, no one can afford to hesitate. At the same time, tactical, unconnected experiments will not vault the brand forward. Integrating social media into the marketing and communications functions implies a deep transformation not just of marketing but customer service, product development, and even the way the enterprise benchmarks success."

"There are at least five meta-trends that affect how corporations manage their reputations today. More and more companies are getting smart about these changes, investing in internal education and bringing in partners who are closer to the social media phenomenon to help them evolve not just their communications or marketing but, often, some of their core business practices."

"Anyone can get started in social media. That's the easy part. But where do you go next, and how do you apply this new discipline at a time when we cannot afford to do anything but drive business effectively? Read on. The point of this paper is to serve as a guide to innovating right now—both to succeed in the recession and build your brand and business for the long haul."

"We spend millions defining and communicating the brand via marketing and communications channels. We need to take a fresh look at how the brand can behave in social media. A crisp definition of our social brand will guide us from mere tactics to more impactful strategy. It will focus the efforts around best practices from ethics to results and help our brands reap the benefits of social media faster and with a more enduring effect."

"The truth is that our definition of "media" has exploded. Our idea of "influencers" has expanded. And effective communications has as much to do with building relationships through conversations and word of mouth as it does with marketing campaigns and message delivery. How do we create effective ommunications programs when peer-to-peer recommendations are the new form of "earned media"?"

"To help guide brands on social media spending decisions, Ogilvy's global social media marketing group, 360° Digital Influence, has developed and introduced a new business objective-driven model that provides a quantitative measurement framework for [social] media effectiveness - Conversation Impact."